Intent-Based Competitor Analysis: Commercial vs Informational Keyword Gaps

You know that feeling when you're scrolling through Google results and your competitor's website keeps popping up everywhere? Yeah, that's not just bad luck – they've probably figured out something you haven't about keyword intent. And honestly, most businesses are missing this completely.

Lately, I've been really focused on SEO strategies, and one thing that keeps coming up is how many companies are throwing money at keywords without understanding what people actually want when they search. It's like trying to sell someone a car when they're just looking for directions to the grocery store.

Here's the deal: not all keywords are created equal. Some people are ready to buy right now (that's "commercial intent"), while others are just trying to learn something (that's "informational intent"). If you can't tell the difference – and even more importantly, if you don't know which gaps your competitors are leaving wide open – you're basically playing SEO blindfolded.

What's This Intent-Based Analysis Thing All About?

Let me break this down in a way that actually makes sense. When someone types something into Google, they've got one of four things on their mind:

Informational searches are when people want to learn something. Think "how to fix a leaky faucet" or "what is local SEO." They're not looking to buy anything right now – they just want answers.

Commercial searches happen when someone's getting ready to spend money. These are your "best plumber in colorado springs" or "local SEO services near me" searches. These people have their wallets out.

Navigational searches are when people are looking for a specific website or business. Like searching for "Casey's SEO" when they want to find our site directly.

Transactional searches are the holy grail – people ready to buy immediately. "Buy local SEO package" or "hire SEO company today" type stuff.

Now, here's where most businesses mess up: they focus only on the commercial keywords because those seem like the obvious money-makers. But here's what I've learned from working with local businesses here in Colorado Springs – you need both.

Why Most Competitor Analysis Misses the Mark

I can't tell you how many times I've seen businesses do competitor analysis that goes something like this: "Oh, our competitor ranks for 'Colorado Springs SEO,' so we should try to rank for that too." That's like seeing someone eat pizza and assuming you should eat the same thing without knowing if you're even hungry.

Traditional competitor analysis looks at what keywords your competitors rank for, but it doesn't really dig into the why behind those rankings. Are they ranking for helpful content that builds trust? Are they dominating keywords that directly drive sales? Are there big holes where nobody's really serving what people want?

Here's what usually happens: You'll find a competitor ranking well for something like "what is local SEO" (informational), and you'll think, "Great, I need to create content about that too." But you might miss that they're completely ignoring "local SEO audit services" (commercial), which could be a goldmine for your business.

Or worse, you'll see them ranking for commercial terms and think that's all you need, missing the fact that they're building trust and authority through helpful informational content that eventually leads people to their services.

The Real Problem: Intent Blind Spots

Let me tell you about a client I worked with last year. They were a local contractor who kept complaining that their website wasn't getting leads. When I looked at their keyword strategy, they were only targeting things like "bathroom remodeling tips" and "DIY kitchen updates."

All informational stuff. Great for getting traffic, terrible for getting customers who actually want to hire someone.

Meanwhile, their main competitor was ranking for "bathroom remodeling contractor Colorado Springs" and "kitchen renovation services near me." Guess who was getting all the paying customers?

But here's the twist – that same competitor had zero presence for informational content. So when people were in the early research phase, looking up "how much does bathroom remodeling cost" or "bathroom renovation ideas," they were nowhere to be found.

This created a perfect opportunity. We started creating informational content that helped people in the research phase, then strategically linked to their commercial service pages. Within six months, they were capturing people at every stage of the buying process.

How to Actually Do Intent-Based Competitor Analysis

Alright, let's get into the practical stuff. Here's how I approach this when I'm working with businesses on their SEO plan.

Step 1: Map Out Your Competitor Landscape

First, you need to know who you're actually competing against online. And here's something that might surprise you – your online competitors aren't always your real-world competitors.

Start with the obvious ones – businesses in your area that offer similar services. But then dig deeper. Who's ranking for the keywords you want to rank for? Who's showing up in Google Maps when people search for your type of business? These are your real SEO competitors.

I use tools like SEMrush or Ahrefs for this, but you can get started with some free research. Just search for your main service keywords and see who keeps showing up. Make a list of 5-10 competitors that consistently appear in search results.

Step 2: Categorize Their Keywords by Intent

This is where it gets interesting. For each competitor, you want to look at their top-ranking keywords and sort them into buckets:

Informational keywords usually include words like:

• How to
• What is
• Guide
• Tips
• Best practices
• Examples
• Comparison

Commercial keywords often have words like:

• Services
• Company
• Near me
• Best [service provider]
• Hire
• Professional
• Local

Transactional keywords include:

• Buy
• Purchase
• Get quote
• Contact
• Schedule
• Book now

Let me give you a real example. Say you're analyzing a competitor in the local SEO space. You might find they rank for:

Informational:

• "What is local SEO" (Position 3)
• "How to improve Google My Business" (Position 5)
• "Local SEO checklist" (Position 2)

Commercial:

• "Local SEO services Colorado Springs" (Position 8)
• "Best local SEO company" (Position 12)
• "Professional local SEO consultant" (Position 15)

Right away, you can see they're doing great with informational content but struggling with commercial terms. That's a gap you could potentially jump into.

Step 3: Look for the Gaps

This is where the magic happens. You're looking for two types of gaps:

Content gaps – Topics or keyword types where competitors are weak or missing entirely. Maybe everyone's fighting over "local SEO services" but nobody's created good content around "local SEO pricing" or "local SEO case studies."

Intent gaps – When competitors are strong in one intent category but weak in another. Like the example above where they dominate informational but struggle with commercial keywords.

I've found that intent gaps are often more valuable than content gaps. It's easier to create content around a topic nobody's covering than to outrank five established competitors for the same keyword.

Step 4: Analyze the Content Quality and Approach

Don't just look at rankings – look at what type of content is actually ranking. Is it detailed guides? Quick tips? Case studies? Product pages?

Here's something I've noticed: a lot of businesses create informational content that doesn't actually help people. They'll write a 500-word blog post about "local SEO tips" that barely scratches the surface, then wonder why it doesn't rank.

Meanwhile, their competitor might have a detailed, 3000-word guide that actually walks people through the process step by step. Guess which one Google (and users) prefer?

Look at:

• Content length and depth
• How well it matches what someone's looking for
• User engagement signals (comments, shares, time on page if you can see it)
• How current and updated the content is

Commercial vs Informational: The Balance Game

Here's something most businesses don't get: you need both commercial and informational content, but the right mix depends on your business and where your customers are in their buying journey.

When to Focus More on Commercial Keywords

If you're a service business that people typically hire quickly – like emergency plumbing or locksmith services – commercial keywords should be your priority. People searching for "emergency plumber Colorado Springs" aren't looking for a blog post about pipe maintenance. They need help right now.

Same thing if you're in a super competitive local market. Sometimes you need to focus your limited resources on the keywords that directly bring in business.

When Informational Content Becomes Your Secret Weapon

But here's where informational content can be a game-changer: it helps you capture people earlier in the buying process. Someone searching for "signs you need a new roof" isn't ready to hire a roofer today, but they might be in six months when their roof starts leaking.

Plus, informational content is often easier to rank for. There's less competition, and you're not competing directly against every business in your area.

I've seen this work really well for businesses in competitive markets. Instead of trying to outrank 20 other companies for "Colorado Springs SEO services," you can build authority with content like "how to choose an SEO company" or "what to expect from SEO services."

The Connection Strategy

The key is connecting your informational and commercial content in smart ways. Your informational content should naturally lead people toward your services.

For example, if you write a guide about "how to improve your Google My Business listing," you can mention that businesses often get better results working with a professional, then link to your Google Maps optimization services.

It's not pushy – you're providing value first, then offering a solution for people who want professional help.

Tools and Techniques That Actually Work

Let me share some of the tools and methods I use when doing this analysis for clients. Some are free, some aren't, but they're all worth knowing about.

Free Tools to Get Started

Google Search Console is probably the most underused free tool out there. If your competitors have claimed their business on Google (and they should), you can get insights into what they're ranking for by looking at similar businesses in your area.

Google's "People Also Ask" sections are pure gold for informational keyword ideas. Search for your main commercial keywords and see what questions people are asking. Those questions are usually great opportunities for helpful content.

Answer The Public gives you a visual map of questions people ask around any topic. It's free for a few searches per day and great for finding informational keyword holes.

Paid Tools That Make Life Easier

SEMrush is what I use most often. Their "Keyword Gap" tool lets you compare up to five competitors at once and see exactly where the opportunities are. You can filter by intent, search volume, difficulty – it's incredibly powerful.

Ahrefs has a similar feature called "Content Gap" that's also excellent. Plus their "Keywords Explorer" tool helps you understand the intent behind keywords better than most tools.

SpyFu is cheaper than the others and still gives you solid competitor keyword data. Good option if you're just getting started.

The Manual Research Method

Don't overlook good old-fashioned manual research. Sometimes the best insights come from actually searching for keywords and seeing what comes up.

Try this: Search for your main service keywords and note what type of content ranks on the first page. Is it mostly informational blog posts? Service pages? Local business listings? This tells you what Google thinks people want when they search for that term.

Then do the same for question-based searches related to your industry. Look for patterns in what's ranking and what's missing.

Real-World Examples That'll Make This Click

Let me walk you through a couple of real examples that show how this works in practice.

Example 1: Local HVAC Company

I worked with an HVAC company that was frustrated because they were getting website traffic but no leads. When we analyzed their content, they had tons of informational articles about energy efficiency, HVAC maintenance tips, and seasonal preparation guides.

Great content, but they weren't targeting anything aimed at people ready to buy.

Meanwhile, their main competitor had terrible informational content – just a few basic blog posts that barely answered common questions. But they were ranking well for commercial terms like "HVAC repair Colorado Springs" and "furnace installation near me."

The gap was obvious: informational content that actually connected to commercial services. We kept their helpful articles but added smart calls-to-action and internal links to service pages. We also created new commercial landing pages optimized for buying-intent keywords.

Within four months, their lead generation increased by 180% because they were capturing people at every stage of the buying process.

Example 2: Digital Marketing Agency

This one's closer to home since it's similar to what we do at Casey's SEO. There was an agency that was ranking well for informational terms like "what is digital marketing" and "social media marketing tips" but completely missing opportunities for direct sales.

Their competitor analysis showed that other agencies were fighting over broad terms like "digital marketing services," but nobody was targeting specific, high-intent keywords like "PPC management for small businesses" or "local SEO audit services."

They shifted focus to create service-specific landing pages and started ranking for these more specific commercial terms. Less traffic overall, but much higher conversion rates because the traffic was more qualified.

Example 3: Home Services Business

Here's an interesting one. A local electrician was doing well with emergency call-outs but wanted to grow their planned project business – things like whole-house rewiring, electrical panel upgrades, that kind of work.

Their competitor analysis showed that most other electricians were only targeting emergency keywords. Nobody was creating content around planning electrical projects, understanding electrical codes, or preparing for major electrical work.

This was a perfect informational content opportunity. They started creating guides about "signs you need electrical panel upgrade" and "how to plan a home rewiring project." These articles built trust and positioned them as the go-to expert for bigger projects.

The result? Their average project value increased by 60% because they were attracting customers who needed larger jobs, not just quick fixes.

Common Mistakes That'll Tank Your Results

I've seen businesses make the same mistakes over and over when trying to use intent-based competitor analysis. Let me save you some headaches by pointing out the big ones.

Mistake 1: Copying Instead of Competing

Just because your competitor ranks for certain keywords doesn't mean you should target the exact same ones. If they've got a strong, established presence for "local SEO services," you might be better off targeting "local SEO consulting" or "small business SEO services" instead.

Look for opportunities right next door, not head-to-head battles you can't win.

Mistake 2: Ignoring Search Volume Reality

I see this all the time: businesses get excited about keyword gaps and start targeting terms that literally nobody searches for. Just because your competitor isn't ranking for "ultra-premium boutique SEO services for artisanal coffee shops" doesn't mean it's a good opportunity.

Always check search volume and make sure people actually search for the terms you're targeting.

Mistake 3: Creating Content Without a Conversion Path

This is huge. You create great informational content, it starts ranking, you get traffic... and then nothing. No leads, no sales, no business impact.

Every piece of informational content needs a clear path to your commercial pages. Whether it's through internal links, calls-to-action, or lead magnets, you need to connect the dots for people.

Mistake 4: Forgetting About Local Intent

If you're a local business, don't forget to analyze local intent variations. "SEO services" and "SEO services Colorado Springs" might seem similar, but they attract very different audiences.

Local modifiers often have less competition and higher conversion rates for local businesses. Make sure you're not missing these opportunities in your analysis.

Mistake 5: Not Updating Your Analysis

Competitor landscapes change. New businesses enter the market, existing ones change strategies, Google updates its algorithms. If you did your competitor analysis two years ago and haven't looked at it since, you're probably missing current opportunities.

I recommend doing a thorough analysis every three months and quick check-ins monthly.

Building Your Action Plan

Alright, you've done the analysis and found some gaps. Now what? Here's how to turn those insights into an actual strategy that drives results.

Prioritizing Your Opportunities

Not all keyword gaps are worth chasing. You need to prioritize based on:

Business impact – Will ranking for this keyword actually help your business? A high-traffic informational keyword that never leads to customers isn't worth much.

Competition level – Can you realistically compete for this keyword? If it's dominated by huge national companies with massive budgets, you might want to find easier wins first.

Resource requirements – How much time and effort will it take to create content that can compete? Sometimes a smaller opportunity you can execute well beats a bigger one you can't.

Timeline to results – Some keywords are quick wins, others are long-term plays. Balance your strategy between both.

Creating Your Content Calendar

Once you've prioritized your opportunities, map them out over time. I usually recommend a 70/30 split between commercial and informational content for most local businesses, but this varies by industry.

For each piece of content, plan:

• Primary keyword and intent
• Secondary keywords to include
• How it connects to your commercial pages
• Calls-to-action and conversion opportunities
• Internal linking opportunities

Measuring What Matters

Don't just track rankings – track business impact. The whole point of intent-based analysis is to drive better business results, not just better search positions.

Key metrics to watch:

• Organic traffic by intent type
• Conversion rates from different content types
• Lead quality from organic traffic
• Revenue attribution to organic search

For local businesses, also track:

• Local pack rankings
• Google My Business engagement
• Phone calls from organic search
• Store visits (if applicable)

Advanced Strategies for Intent-Based Analysis

Once you've got the basics down, there are some advanced techniques that can give you an even bigger edge.

Seasonal Intent Patterns

Different industries have seasonal patterns in search intent. For example, people search for "how to prepare for winter" (informational) in fall, but "emergency heating repair" (commercial) in winter.

Analyze your competitors' content publishing patterns. Are they missing seasonal opportunities? Can you get ahead of seasonal trends with content that builds authority before peak season?

Intent Evolution Tracking

Sometimes search intent for the same keyword changes over time. "Coronavirus small business help" started as informational in early 2020 but became more commercial as loan programs launched.

Keep an eye on how intent evolves in your industry. New regulations, market changes, or technology shifts can create new opportunities.

Cross-Intent Content Strategy

Advanced content strategies blend multiple intents in the same piece. A detailed guide about "choosing a local SEO company" serves informational intent but can naturally lead to commercial intent.

Look for opportunities to create content that serves multiple intents without feeling pushy or salesy.

Geographic Intent Layering

For local businesses, you can layer geographic intent with commercial/informational intent. "Local SEO tips for Colorado Springs businesses" is more specific than just "local SEO tips" and faces less competition.

Analyze how your competitors handle geographic variations. Are they creating location-specific content? Are they missing opportunities in nearby cities or neighborhoods?

The Technical Side You Can't Ignore

Intent-based competitor analysis isn't just about content – there are technical factors that can make or break your strategy.

Page Structure and User Experience

Look at how your competitors structure their pages for different intents. Commercial pages should be optimized for conversions with clear calls-to-action, contact information, and trust signals. Informational pages should be optimized for engagement with good navigation, related content, and sharing options.

Internal Linking Strategy

How do your competitors connect their informational and commercial content? Strong internal linking helps search engines understand your site structure and helps users find what they need.

Mobile Experience

Check how your competitors' sites perform on mobile for different intent types. Commercial pages need to be especially mobile-friendly since many local searches happen on phones.

Page Speed and Technical SEO

Don't let technical issues sabotage your content strategy. Even great content won't rank well if your site is slow or has technical problems.

Staying Ahead of the Game

The search world keeps evolving, and your competitor analysis needs to evolve with it. Here's how to stay ahead.

Voice Search Impact

Voice searches often have different intent patterns than typed searches. "Where's the best pizza near me" vs "best pizza restaurants Colorado Springs." Analyze how voice search might be changing intent patterns in your industry.

AI and Featured Snippets

Google's getting better at understanding intent and providing direct answers. Look for opportunities to optimize for featured snippets, especially for informational queries.

Local SEO Evolution

Local search keeps getting more sophisticated. Google My Business posts, Q&A sections, and review responses all factor into local rankings now. Make sure your competitor analysis includes these elements.

Making It All Work Together

Here's the thing about intent-based competitor analysis – it's not a one-time project. It's an ongoing process that should inform your entire SEO and content strategy.

The businesses that get the best results are the ones that make this analysis part of their regular routine. They're constantly looking for new gaps, tracking how competitor strategies change, and adapting their own approach accordingly.

At Casey's SEO, we do this kind of analysis for all our local clients because it's what separates businesses that just get traffic from businesses that get customers. Whether you're a contractor in Colorado Springs or a service business anywhere else, understanding intent gaps can be the difference between spinning your wheels and actually growing your business.

Your Next Steps

If you're ready to dive into intent-based competitor analysis for your business, here's what I'd recommend:

1. Start with a basic audit – Look at your current content and categorize it by intent. Are you missing commercial opportunities? Too heavy on one type?
2. Identify your real competitors – Not just your business competitors, but your SEO competitors. Who's ranking for the keywords you want?
3. Map out the gaps – Use the techniques I've outlined to find where your competitors are weak or missing entirely.
4. Create a balanced content plan – Mix commercial and informational content strategically, with clear connections between them.
5. Track business results – Don't just measure rankings, measure leads and revenue.

Remember, the goal isn't just to rank higher – it's to attract more qualified customers who are ready to work with you. Intent-based analysis helps you do exactly that by making sure you're showing up when people are looking for what you offer, whether they're ready to buy today or just starting their research.

And if you're a Colorado Springs business looking for help with this kind of strategic SEO approach, feel free to reach out to us. We've helped dozens of local businesses use these exact techniques to dominate their local search results and attract more qualified leads.

The search world keeps getting more competitive, but businesses that understand intent – and can spot the gaps their competitors are missing – will always have an advantage. Don't just chase keywords. Chase the intent behind them, and you'll be amazed at how much more effective your SEO becomes.

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Ready to discover the intent-based keyword gaps your competitors are missing? At Casey's SEO, we help Colorado Springs businesses develop sophisticated SEO strategies that capture customers at every stage of the buying process. Contact us at casey@caseysseo.com or call 719-639-8238 to discuss how we can help your business dominate both commercial and informational search opportunities.